1108 Nonprofit Success webinar slides

1. 8 Ways To Improve
Email Performance
During End-of-Year
November 8, 2023
Bloomerang Nonprofit Success Webinars

2. Noah Barrett, VP of Marketing at Feathr
Noah Barnett is a veteran nonprofit fundraising and marketing
professional. Currently, he serves as the VP of Marketing at
Feathr, the digital marketing platform built to help nonprofits
create more engaging digital experiences and expand their
impact.
Previously, Noah spent over a decade in nonprofit fundraising
and marketing leadership roles, most recently as the CMO at
Virtuous, and previously at CauseVox, World Help, HubSpot, and
The Adventure Project. He knows firsthand the challenges
nonprofits face and is passionate about equipping them with
the resources and insights they need to rally people around
their cause.
Bloomerang Nonprofit Success Webinars

3. Poll
Which answer describes your organization
best?
1. We plan to send more end-of-year emails
this year than we did last year.
2. We plan to send the same number of
end-of-year emails this year that we did
last year.
3. We plan to send fewer end-of-year emails
this year than we did last year.

4. Agenda
1.
2.
3.
4.
5.
6.
Bloomerang Nonprofit Success Webinars

5. What is your #1 goal for email
marketing this end-of-year?
**Share your comment with “Everyone” in the Zoom chat
S P A R K Q U E S T I O N

6. ➔ Husband, #boydad
➔ Curious, builder,
conversationalist
➔ Outdoors, podcasts,
adventures
➔ Passion for social
impact & nonprofits

7. V 2023.10

8. Feathr is trusted by over 1,500+ nonprofits
V 2023.10

9. S U P P O R T A W A R E N E S S I M P A C T
Marketing is Mission Critical
V 2023.10

10. 8 Ways To Improve Email
Performance During
End-of-Year

12. Attention is the most
valuable currency in our
connected economy.
R E M I N D E R

13. You’re in competition with
everything else for attention.
R E M I N D E R

14. Ag
en
da
The Benchmarks
➔ Email list sizes decreased by 2% in 2022,
after 8% and 9% growth in 2 prior years
➔ Email revenue declined by 4%
➔ For every 1,000 fundraising messages
sent, nonprofits raised $90 – a 15%
decrease from 2021.
➔ Nonprofits sent an average of 60 email
messages per subscriber in 2022, a 15%
increase in volume and half the total
➔ The average response rate for
fundraising email was 0.09%, an
18% decrease compared to ‘21
Source: M+R Benchmarks 2023

15. The Benchmarks: Membership v
Fundraising Email Rates
Source: M+R Benchmarks 2023

16. The ideal benchmark is
always your own results.
R E M I N D E R

17. E M A I L P E R F O R M A N C E
List
Segmentation
➔ Involvement
➔ Interest
➔ Intent
➔ Context
➔ Consent
➔ Relevance
Image by rawpixel.com on Freepik

18. Relevance reinforces
purposeful connections and
builds trust.
R E M I N D E R

19. E M A I L P E R F O R M A N C E
Key Success
Metrics
➔ Delivery
➔ Engagement
➔ Click through
➔ Replies
➔ Conversions
➔ Revenue
Awareness
Engagement
Conversion

20. What you choose to measure
directly impacts performance
optimization.
R E M I N D E R

21. Revenue Per Email
***
Direct CTA
Higher efficiency
Short-term
Overall Revenue
***
Multichannel
Holistic results
Longer feedback loop
Email Revenue
***
Integrated
Better results
Conversational
Measurement Impact
E X A M P L E
Optimization requires clear
constraints and accountability.
Higher impact doesn’t mean best.

22. E M A I L P E R F O R M A N C E
Optimization
Levers
➔ Design
➔ Sender name
➔ Subject line
➔ Content
➔ CTA
➔ Timing

23. Swap formats
➔ Plain text vs. design
➔ One-off vs. series
1

24. Examples sourced from Classy.org

25. Mobile-first ensures your
emails are optimized for all.
R E M I N D E R

26. Change up the sender
2

27. E M A I L P E R F O R M A N C E
Sender’s Name
Experiments
Considerations / variables:
➔ Organization vs. individual
➔ First name only
➔ Name & Organization

29. Spruce up the subject line
3

31. E M A I L P E R F O R M A N C E
Supercharge your
subject line
➔ Use active words
➔ Include #’s
➔ Keep it concise
➔ Add emojis 🚀
➔ Be human
➔ Personalize

32. Consider best practices as
guides not dictators.
R E M I N D E R

33. Mix up the content
4

34. E X A M P L E
Content
Optimizations
➔ Point of view
➔ Narrative vs informational
➔ Length
➔ Medium

35. Swap out the CTA
5

36. I D E A S
Call-To-Action (CTA)
➔ Prioritize a single CTA, and repeat
➔ Test different CTA button copy (ex. “Join Us” or “Count me in!”)
➔ Add social proof near CTA (ex. 745 people said “yes” last week)
➔ Text links vs. button or designed CTAs
➔ Adjust placement within email

37. Source: NextAfter Experiment ID #4170

38. Timing and frequency
matter
➔ Vary send day / times
➔ Increase / decrease
➔ Dynamic timing
6

39. Program Awareness Smart Send
Send automated emails triggered by website behavior
and/or intent signals with conversion tracking.
Conversion Smart Send Email

40. Donation Smart Send
Send automated emails triggered by website behavior
and/or intent signals with conversion tracking.
Conversion Smart Send Email

41. The right timing and
frequency – always depends.
R E M I N D E R

42. Test, test, test
➔ Try things
➔ Pilot others
➔ Experiment, always
7

43. Try
***
Testing new things (lack
controls) to learn and
benchmark results for
future pilots or
experiments.
Experiments
***
Variable testing that includes
a hold out or control group to
determine if a specific test
performs better.
Pilot
***
Organized tests of new things
with clear hypothesis on
expected results within a
predetermined time frame.
Three (3) Types of Tests
E X A M P L E

44. Most people will NOT 🤬
engage with your emails.
R E M I N D E R

45. Run multichannel,
integrated campaigns
➔ Email + digital display
➔ Email + social media
➔ Email + ads + email
8

46. Program Awareness Email Mapping
Engagement Email Mapping
Serve ads to segmented email lists like, volunteers,
different types of donors, clients, or even your
unsubscribers.

47. Donation FB Email Mapping
Engagement Facebook Email Mapping
Serve Facebook and Instagram ads to segmented email
lists like, volunteers, different types of donors, and even
your unsubscribers.

48. Testimonials

49. Take chances, make mistakes,
get messy!
R E M I N D E R

50. Get your copy of our EOY toolkit. This
comprehensive toolkit offers nonprofits a clear
path to effective digital marketing for year-end
fundraising.
F R E E R E S O U R C E O F F E R
feathr.co/year-end-toolkit

51. Feathr helps your nonprofit run and
report on integrated marketing
campaigns that grow your
community and unlock more impact.
A U T O M A T I O N | E M A I L | A N A L Y T I C S

52. See what Feathr can do for you.
Digital advertising
Reach your ideal audiences
anywhere online with social
and display ads.
Email marketing
Segment, organize, and activate
your email list with email
marketing automation.
Analytics and reporting
Get clear, powerful insights into
your marketing efforts with
simple metrics and reports.
Grow membership
Boost engagement
Attract donors
Expand audiences
Increase attendance
Improve communications
feathr.co
E X P L O R E F E A T H R ‘ S F E A T U R E S

53. Any questions?

54. How Bloomerang can
help!

55. Personalize and automate your emails and follow-up in minutes.
Automate your emails with
time saving tools
BUILD IMPACTFUL RELATIONSHIPS
How we do it
Start from a designed
template, not from scratch
Hitting writer’s block?
We’ve got you! Use one of
our templates to get you
started when creating
emails that will spark
interest for your donors.
Build and schedule your
email communications
We all know that Giving
Season is a busy time.
Create and schedule your
emails in advance so you
don’t miss a beat!
Using our expansive set of pre-built templates, create, send, and automate personalized invitations
with customization/personalization, and event follow-ups in minutes, not weeks.

56. Report on Email Success
EMAIL STRATEGY
Use Bloomerang’s reporting and analytics tools to quickly share how your email
performed.
Save time, better allocate your resources, and prioritize and personalize your campaigns. With Bloomerang, you can
easily see the metrics that will help you refine your fundraising efforts and grow your donor relationships.
How we do it
Track email success through
reports
With just a glance you can get
an indication of the
performance of an email. View
from a top-level or take a
deeper look with just a few
clicks!
Detailed reporting at your
fingertips
Our easy-to-use, filter-based
reporting system allows you to
click into a number of areas
and see detailed reports so
you can be sure who received
your communications and how
they interacted with it.
Get detailed insights
Dig into the email properties that may
have affected your donors’ engagement.
Save time to spend time
Use the time you save to build deeper
connections with your donors.
Make sense of your data
Get valuable insights with just a few clicks.

57. Segment for Email Success
EMAIL STRATEGY
Use Bloomerang’s reporting and groups features to send the right message to the
right donor every time.
How we do it
Filter-based segmentation via
reports
Our easy-to-use, filter-based
reporting system allows you to
segment your email list. With
greater insights into segments,
you can craft a more
meaningful message and make
a bigger impact.
Groups as segments
With our Groups feature, you
can create segments and lists
for your emails in moments.
Groups also allows you to gain
insights into giving history and
demographics for groups of
donors–you select the
segments that make sense for
your organization.

58. Donor Segmentation | Comprehensive Guide + Tips For Success
Segmentation
in action

60. Poll and Q&A

61. Resources
● Donor Segmentation |
Comprehensive Guide + Tips For
Success
● Email Marketing: Your Fundraising
Campaign Starting Point
● Sample Donation Thank You Email
Template
● Year-end Toolkit
● State of Nonprofit Marketing
Report
Want to find
out more?
Request a demo
or
Speak to a live
person:
1-866-667-4485

62. Thank you for being
here today!
And thank you for the
work you do in your
community!
Bloomerang Nonprofit Success Webinars